Monroe Community College wanted to refresh its messaging for the 2018-2019 academic year. In a highly competitive environment in which regional colleges and universities face declining enrollment, MCC needed a new campaign that would speak directly to the needs of the primary target audience—adult student prospects who want to see a return on their educational investment with a good job or career, as fast as possible. MCC was uniquely positioned to open the doors to those dreams. The college launched a new integrated marketing campaign that showed how MCC opens doors. The best way to do that was to literally show doors opening to all kinds of careers, from precision machining to auto technology to surgical technology. And who better than to open these doors than actual MCC alumni actively working in those careers.
From the Judges
The concept of opening doors was great, and the videos were catchy and memorable. We liked the use of real alumni in the ads and videos as well. They made good use of resources considering their budget and staffing.
